#Liveoriginaler
AN INTERNATIONAL CROSS-MEDIA CAMPAIGN TO RELAUNCH EMMENTALER DOP
We launched the #liveoriginaler campaign, radically shifting Emmentaler positioning.
The ALER suffix stands for more than: more than just Emmental. ALER is the sign of added value and unmistakable originality.
The campaign remained true to the historical values of the brand, yet communicated them with a fresh, bold twist. To reach out to a younger more cosmopolitan target, we defined 4 clusters: Young, Family, Sport and Food.
The most stand-out scenes were declined as a multi-subject outdoor press campaign.
Mixing modern, rhythimc and mainstream sounds, we produced a recognizable ad hoc track for the campaign, appealing to a cosmopolitan taste.
We showcased all the stories of #liveoriginaler through a dedicated website, featuring a series of circular visuals that naturally recall the iconic holes of Emmentaler.
#liveoriginaler was amplified across social. With previously unseen content from campaign, recipes, scenes of consumption and our cheesy character – Doodle, we boosted Emmentaler’s engagement rate.
During the shoot, we captured few extra scenes with a good friend of ours: Santa! This extra content was then used as a Christmas activation with the contest “Find Santa and win Lapland!”
CRM